Chinese consumers with a preference for online shopping spent nearly $1000 each on Australian products in the past 12 months.
According to a poll of 1,000 Chinese online shoppers, 81 per cent have purchased at least one Australian product online in the past. The survey asked 18 to 44 year olds living in Beijing, Shanghai, Guangzhou and Shenzhen about their online shopping habits.
The online shoppers polled estimated that they have spent an average of RMB$4895 (AUD$940) on Australian goods in the past 12 months.
The survey, commissioned by Fedex Express, contains few surprises but paints a positive outlook for local businesses selling to China, with 84 per cent Chinese online shoppers highly likely to buy at least one Australian product in the next 12 months.
Cosmetic and skincare products were the most popular category, purchased by 31 per cent, followed by healthcare and pharmaceutical products (25 per cent) and mother and baby products (24 per cent).
Dairy, health and baby products are the most likely to be perceived as ‘world-class’ by Chinese online shoppers.
Promoting ‘Brand Australia’ is an effective marketing strategy, the ‘Australian way of life’ is a key motivator for 62 per cent of Chinese buyers. Social and mobile are also big drivers, with 59 per cent of respondents agreeing they are more likely to buy brands if their favourite celebrities on social media use them.
“Australian brands enjoy a high reputation among consumers in China,” said Kim Garner, managing director, FedEx Express Australasia.
“With the China-Australia Free Trade Agreement and the emergence of online marketplaces connecting to consumers in China, it is becoming much easier for Australian businesses to do business with China.”
Payment security and product authenticity are the two most important consideration for Chinese shoppers when making an online Australian purchase.
The credibility of product listings is a key influencer for Chinese online shoppers, with 79 per cent stating they would buy more Australian products if they were available on Chinese global online marketplaces, such as Tmall global.
“Buying Australian products online comes down to trust. This research indicates secure payment, authenticity and seller recommendations are more important to Chinese online shoppers than price and brand. It’s important to have a world-leading product, but selling it through the right channels is also crucial,” said Garner.